Jaguar’s highly anticipated Type 00 electric vehicle was officially unveiled during Miami Art Week, marking a significant departure from the brand’s historical legacy. Amid polarizing reactions to the rebrand campaign, the launch has cemented Jaguar’s transition to a luxury EV maker, aiming to compete with brands like Rolls Royce and redefine its place in the global automotive market.
The Type 00 symbolizes a “complete reset,” departing from the iconic lettered models of Jaguar’s past. The zeros in its name represent zero emissions and the beginning of a new electric era for the brand. Built on Jaguar Electric Architecture, distinct from the I-Pace platform, the vehicle reflects parent company JLR’s substantial investment in electrification, with a range target of 478 miles (WLTP) and rapid charging capabilities developed in collaboration with Fortescue’s Elysia.
The car’s design has sparked mixed opinions. Sharp angles and a sloping rear hint at the classic E-Type while embracing modern aesthetics that resonate with global luxury markets, particularly China. Its ostentatious details, such as butterfly doors and 23-inch wheels, align with Jaguar’s aim to attract ultra-high-net-worth individuals. Inside, brass accents and an imposing central spine underscore the premium appeal, though practicality questions remain, such as the lack of visible cup holders.
Jaguar is targeting exclusivity with this model, pivoting its sales strategy to boutique brand stores in fashion capitals like Paris, alongside collaborations with high-end retailers. The Miami launch venue and pastel hues like “Miami Pink” and “London Blue” further emphasize the car’s alignment with art and luxury culture.
Jaguar’s complete transition away from internal combustion engine vehicles, pausing production until the Type 00’s late 2025 release, underscores its ambition to lead in the electric luxury segment. The car’s unveiling has generated substantial buzz, with leaked concept images and debates over the rebranding strategy keeping Jaguar at the forefront of automotive discussions.
Despite criticism from traditionalists longing for British Racing Green and classic emblems, the Type 00 represents a bold reinvention. Whether it can capture its intended market remains to be seen, but the vehicle’s presence and the excitement it has generated indicate that Jaguar’s leap into the future is being watched closely by the industry and consumers alike.
